Stock Spirits’ festive campaign calls for moderation
Sierra Tequila owner Stock Spirits Group is promoting moderation and smarter drinking choices this festive season with its Sip It Smart Christmas campaign.
The moderation campaign is centred on a simple, ‘science-backed idea’: taking a 20-minute pause between drinks.
Initially introduced by health professionals as a simple moderation strategy, the 20-minute idea encourages individuals to pace their drinking and make more mindful choices.
In line with this concept, Stock Spirits is featuring the ‘sip it smart’ message prominently in its festive campaign to help people enjoy celebrations while drinking more consciously.
Stock Spirits emphasised that waiting 20 minutes between drinks is about being present in the celebration, not merely watching the clock.
Radek Lewandowski, sustainability director at Stock Spirits Group, explained: “Sip It Smart is about creating a shared moment of pause that fits naturally into how we celebrate.
“The 20-minute idea gives everyone a tangible way to slow down together and make moderation part of the occasion.”
The pause is reported to have physical, behavioural, social, and emotional effects.
The liver starts to metabolise alcohol after 20 minutes, providing the body with a natural break. This moment also allows you to pause and check in with yourself, making an intentional choice about your next drink.
The rule is simple and can be easily applied to any celebration, transforming moderation into a shared ritual instead of a limitation.
Emotionally, when you are involved in engaging conversations, sharing stories with family and friends, or simply enjoying the festive atmosphere, 20 minutes can pass quickly, making celebrations more memorable and meaningful.
Jean-Christophe Coutures, who will step down as CEO of Stock Spirits Group at the end of November, said: “As a leading spirits producer, we take our responsibility to promote and lead the conversation on smarter drinking choices.
“Consumers are increasingly looking for ways to drink more mindfully, whether that’s choosing low and no alcohol options, pacing themselves better, or opting for a sober festive season, which, for many people, is just as meaningful and welcome. The 20-minute pause gives people something easy and actionable they can use in the moment.”
The Sip It Smart campaign will be present across various European markets until early January, featuring social media activations and on- and off-trade activations.
Part of a broader commitment
The campaign forms part of the Group’s long-term commitment to promoting responsible drinking. This commitment is based on the Marketing Communication Policy launched in 2024, which revolves around the 3R framework: responsible consumer marketing, respecting consumer choice, and responsible drinking.
Additionally, it is supported by the education platform Taste It Smart, dedicated to helping individuals make informed choices about alcohol.
The platform provides practical tools, guidance, and resources to promote moderation and reduce harmful consumption.
Steven Libermann will take over the role of CEO of Stock Spirits on Monday 1 December.
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